Starwood Working Out Wrinkles on Keyless Entry 6 Months In

Grant Martin, Skift

- Jun 08, 2015 6:00 am

Skift Take

Starwood’s keyless entry program is rife with bugs, but it’s still a win.

— Grant Martin

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Last November, Starwood launched its keyless entry campaign. The program was built to allow smartphone and smartwatch users the ability to remotely check into their rooms and unlock their doors, bridging the gap between today’s hotel systems and tomorrow’s smart technology. Now deployed to nearly 150 hotels though, the rollout has not been smooth.

Based on the early reviews, it appears that Starwood faces an uphill battle in ironing out the program’s wrinkles and truly bringing the technology to mainstream use. But in developing out the keyless entry program, Starwood is creating far more than a short-term technology solution — they’re building the infrastructure for the next generation of hotel technologies and travelers.

On the technology side, that means building and testing the IT system to connect reservations, devices, front desks and guests, seamlessly stitching together all fronts when a visitor checks in or requests room service.

By engaging a mobile and wearable-centric technology, Starwood is also endearing itself to younger, more tech-focused guests, building up loyalty with the next generation of travelers.

Irrespective of what happens with the keyless entry campaign, Starwood still stands to profit. Sure, the technology may still be too early to catch on and go mainstream, but the brand loyalty and the IT infrastructure that goes into the program will be profitable on multiple levels and on multiple platforms for years to come. And if by some chance the bugs get worked out keyless entry turns into the next best thing? More icing on the Starwood cake.